Depending on the objectives, which may be philanthropic or primarily commercial
in nature, initiatives benefiting the community implemented within the identified
areas of intervention can be divided into two categories:
- donations, consisting of the allocation of funds or resources in kind to support a wide
variety of “good causes”, in response to the needs and requirements of voluntary
organizations or local institutions. As it will become apparent in this chapter,
only a small portion of such donations relate to occasional donations, while the
majority of donations relate to long-term partnerships;
- commercial initiatives, consisting of cultural, artistic, sporting and similar sponsorships, which
directly aim to promote the Company’s brand, a specific product or to improve the Corporate image.
These initiatives form a fundamental part of the Group's communication policy
thanks to their ability to combine commercial and social goals and offer the community
the opportunity to enjoy high-quality cultural and sporting events.
Allocation to the community by type
|
Type |
2010 |
2011 |
2011 |
|
Donations |
13,545,400 |
15,836,000 |
32.3% |
|
Commercial initiative |
31,980,000 |
33,246,300 |
67.7% |
|
Total |
45,525,400 |
49,082,300 |
100.0% |
Values in Euros
-
In an ongoing difficult macroeconomic and financial climate, the Group's total
funds allocated to the community increased by 7.8% compared to 2010.
-
Both components showed an increase. Specifically, donations grew by 16.9% and
commercial initiatives by 4%. The largest increase in donations reflects the Group’s
attention to the needy, that is higher in period of crisis like the actual one.
-
Donations represented 1.8% of consolidated result of the period after taxes.
-
Commercial initiatives are developed over time according to business requirements
and may therefore present irregular patterns, peaking, for example, when important
cultural or sporting events take place in countries where the Group is present
(World championships, Olympic Games, etc.), and providing an opportunity for the
Group to increase its brand familiarity.
In addition to interventions using funds set aside by Group companies, the participation
of some companies consisted of non-cash donations, involving the supply of material
goods or the direct provision of services.
Many initiatives were implemented with the assistance of collaborators, who collected donations and goods in kind or were involved in voluntary work,
dedicating their time to doing things for those less fortunate than themselves;
some were spontaneous initiatives, while others were sponsored by the companies.
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